How Generative AI is transforming the shopping experience – best practices from global retail

More than 70% of international consumers want AI-supported services in retail - this is just one of the many exciting findings of the Capgemini Consumer Trends Report 2025. One thing is certain: personalized shopping experiences, fast deliveries and sustainable action are no longer optional, but mandatory. We show you where the journey is heading – and how retailers can keep pace with innovative best practices.

What used to be just a tech vision is now reality: 59% of German consumers already use GenAI chatbots to search for products, and the global figure is 58% – and rising. Generation Z and millennials in particular are increasingly demanding personalized recommendations, cross-platform product searches and seamless, digital shopping experiences. – Instant, intuitive and, above all, reliable.

Some of the big players in the market show that this is no longer a dream of the future:

• Together with Otto Group One.O, the Otto Group is focusing on innovations with AI, particularly in the areas of: Marketing, product development, logistics, customer service, individual productivity and improving the customer experience. These include, for example, the virtual AI shopping advisor, which quickly guides customers to suitable products using natural language. The aim is an inspired and efficient shopping experience - in terms of genuine convenience and relevant suggestions.

• Marks & Spencer is also bringing GenAI into the store: an intelligent “Wine Finder” helps to find the right wine based on personal taste preferences. The recommendation technology behind it is based on one of the leading AI recommendation software for wine, spirits and food. It uses a specially developed database with hundreds of precise wine attributes. By connecting to the digital M&S Food catalog and accessing stock levels, this tool not only provides tailored recommendations, but also shows which wines are available locally.

These examples underline what the Capgemini study makes clear: personalization is becoming a differentiating factor in competition – but it has to be smart, appropriate to the situation and really helpful.

Speed beats price – this motto is becoming increasingly prevalent in e-commerce. Worldwide, 70% of consumers are now prepared to pay a surcharge for delivery within two hours. For ultra-fast delivery windows such as “Delivery in 10 minutes”, up to 9% are even willing to pay extra.

The Home Depot recognized this trend early on: With the AI-based toolset “Magic Apron”, customers receive immediate answers to product questions, project instructions and recommendations directly in the store or online. The basis for this is a combination of language models, product catalogs and internet data. The goal: product availability + service in real time + speed = customer loyalty.

Here, too, it is clear that relying on an AI-supported, last-mile-optimized strategy not only strengthens customer service, but also sales.

The discovery of new products is increasingly shifting to the digital space. The furniture and interior design specialist Wayfair is taking an exciting approach here with the AI tool “Muse”: it acts as a creative style coach that generates individual interior design ideas based on search terms or uploaded room photos - visualized in appealing, AI-based mood boards. 

The recommendations are directly linked to the Wayfair product catalog. Favorite ideas can be saved, similar styles discovered or ordered directly. Muse combines visual AI, personalization and inspiration in one tool – particularly powerful for industries where emotions and aesthetics shape the shopping experience.

The success of Muse shows that personalized inspiration is the new currency in e-commerce – especially in lifestyle and design industries, where emotions have a significant influence on purchasing decisions.

The study also shows clear trends when it comes to advertising: retail media networks (RMN) are becoming increasingly important as direct advertising channels in retail. Traditional in-store advertising, on the other hand, is losing relevance – too impersonal, too interchangeable, according to the feedback from many customers.

Instead, dynamic, personalized formats are in demand, for example via smart displays, interactive mirrors or digital shopping carts. This trend continues online: 67% of consumers worldwide state that they have been influenced by advertising in retailer apps or on websites.

Today, advertising must be situational, individual and user-centered – otherwise it will remain just background noise.

The Consumer Trends Report 2025 and the use cases presented clearly show that technology is not an end in itself – it must inspire people, simplify processes and create relevance.

The future of retail will be:

• Intelligent – through the targeted use of AI with clear customer benefits,
• fast – through optimized delivery and service concepts,
• responsible – through credible sustainability strategies,
• and inspiring – through creative, personalized customer journeys.

The time to take bold steps is now. The technologies are there – all that is needed now is the will to shape them with vision.